Digital Communications and Social Media Strategy

This week’s topics

Digital Communications and Social Media Strategy

1. User-generated content and review platforms
2. Influencer marketing campaigns
3. Omnichannel customer engagement
4. Mobile booking channels
5. The Digital Marketing Mix of Iceland Tourism - The 4Ps in Action
6. Social Media Marketing Strategy | From A Business Professor
7. Social media strategy, planning, and publishing | Google Digital Marketing & E-commerce Certificate

What you will be able to do

• 1.4 Explain the impact of social media and digital communications on services marketing.

Activity

Start with this week’s 3 videos, then: Seminar, guided reading and a short written task: explain the impact of social media and digital communications on services marketing.

Study materials

Videos

• The Digital Marketing Mix of Iceland Tourism - The 4Ps in Action · YouTube · Professor Wolters · 6 min · for registered students
• Social Media Marketing Strategy | From A Business Professor · YouTube · Business School 101 · 8 min · for registered students
• Social media strategy, planning, and publishing | Google Digital Marketing & E-commerce Certificate · YouTube · Grow with Google · 31 min · for registered students

Further resources

• All Are Welcome: An Introduction to the Hospitality Industry, ch. 12: Marketing and Social Media · Reading · Libretexts, textbook chapter · for registered students
• Social media as a destination marketing tool: its use by national tourism organisations · PDF · Reading, article · for registered students
• Principles of Marketing, ch. 16: Direct, Online, Social Media, and Mobile Marketing · PDF · OpenStax, textbook chapter; pp. 547–582 · for registered students